Today, a company’s reputation is more important than ever. In fact, one in three people refuse to work because of the company’s bad reputation. If you’ve ever wondered how much time you spend on building a strong reputation for your company and ensuring you attract and retain top talent, you should consider creating a corporate image. Ann Marie Puig, a global business consultant, explores what employer branding means and how to implement employer branding.
An employer brand is the name of the company and the employees who work for it, as well as the perception that employees have about the employer. In other words, employer branding is how you market your business to job seekers and internal employees.
The better your brand as an employer, the more likely you are to attract and retain top talent. Puig explains, “You may have done an outstanding job of building your brand around your product or service, but that’s not enough because it won’t convince anyone to work or stay in your business. Therefore, you should consider your employer’s reputation when it comes to communicating your company’s leadership, values and culture.
For example, if a job seeker asks an employee at your company, “How do you work there?” an employee will not say, “We have an amazing product. Instead, it will focus on the daily interactions between people, company values, and workplace culture. Therefore, to ensure that you have good employees, you need to tell an interesting story.
It’s not enough to tell your employees and the public that your office is a great place to work because you have a ping-pong table. Creating an employer brand is important for your bottom line, as a good employer brand can reduce turnover rates by 28% and cut costs in half.
Additionally, 75% of active job seekers are more likely to apply for a position if the employer uses their employer brand. If you own a business, it’s important to improve your employer branding so that you and your employees can take full pride in your brand.
An employer branding strategy allows you to manage and change the conversation around your company to ensure better talent acquisition and retention. At its most basic, employer branding is how you market your business to job seekers and what your employees say about your business as a workplace.
Creating your employer brand can help you attract better talent, lower costs and reduce employee turnover. To create a strong corporate brand, it is important to start focusing on your company’s mission statement, values, vision and culture. It can help identify your business needs and step back to understand what kind of talent you need to get to achieve those goals.
Branding can tell the compelling story of a user’s brand on their policy page. It can, among other things, show employees the possibility of continuous learning. In this way, the company can combine its values with its employee brand and business goals.
You may not be familiar with your company’s reputation with job seekers or even your own employees. Send an internal survey, conduct a social media survey, visit a site like Glassdoor to read reviews, or hire a reputation monitoring company. “Finally, your research should reveal the favorite aspects of your employees and your company culture,” adds Puig, “that you can emphasize, as well as areas for improvement to ensure employee satisfaction.”
Once you have researched and created a list of values and benefits that your company offers, it is important to create an employee benefits plan, that is, marketing information and promises. Don’t say anything that isn’t true or that your employees don’t agree with.
You can do this by adding useful features to your website, recruiting materials, or your company’s LinkedIn page. An employer’s value proposition is something that employers and HR teams can discuss with potential candidates, and has nothing to do with compensation.
Instead, you should inspire interest in potential voters by showing your company’s positive impact on the world or its deeper purpose. People want to feel that their work has meaning, even if it is highly paid.
Integration is the first experience for a new employee and a negative impact can have serious consequences. In fact, those who have had a bad experience on board may want another chance twice.
Planting a good corporate image starts with a good onboarding process. It is important that employees are engaged and excited about their work and their team from the start. By giving your new hires the guidance and tools to succeed in their jobs, you ensure a smooth transition, low turnover rates and a more productive team.
If you want to make a mark in a tough job, it’s important to demonstrate your commitment to building a diverse team. Investing in these initiatives has many benefits for the company, including more innovative ideas, a stronger workplace culture, and better customer service. However, effective brand development is also important to ensure that you extend your brand’s reach to new audiences.
